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Heineken Experience Tickets and Discounts

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This post will provide information about the Heineken Experience in Amsterdam.

We includ details about ticket prices and opportunities to save money on admission.

Disclosure: While our recommendations are always unbiased, we may receive a small share of sales through some of the links below at no cost to you. See the full text.


NOTE: The Heineken Experience is currently undergoing renovations, and some of their tours may not be available as of October 2022. That said, they are still open for business and offering at least two tours at the moment.

The Heineken Experience is essentially a tour of the Heineken brewery in Amsterdam.

In addition to getting a look behind the scenes, you can also learn a lot about the company and its roots with this activity.

There are currently two tours available at the Heineken brewery – a public self-guided tour and a VIP tour.

Each provides the opportunity to discover Heineken’s heritage, brewing process, innovations they have made, and other interesting details.

This photo of Heineken Amsterdam is courtesy of TripAdvisor

Every tour at the Heineken Experience includes admission to the brewery, a tour of the building, and free beer.

Tickets are timed, and while children are allowed inside, alcoholic beverages are not served to anyone under 18.

This attraction has a cloakroom, and they will store any of your personal belongings while you’re taking the tour.

The Heineken Experience is in English, but their app also includes audio/video guides in Dutch, German, French, Italian, Spanish, Portuguese, Chinese, and Russian.

These tours are included with various combo packages and tourist passes which we will cover in our discounts section.


The Heineken Tour

This is the basic tour offered at the Heineken brewery, and it includes self-guided access to the attraction for approximately 1 ½ hours.

In addition to the self-guided tour, you’ll also get 2 chilled beers at the ‘Best ‘Dam Bar,’ as well as a free city map with the best-hidden gems in Amsterdam.

After you’ve seen the brewing process and discovered some of the innovations made by Heineken, you can also take a VR ride and learn about the history of this brewery.

There is also a free downloadable app you can use for additional information about this century-old business.

  • €21 per person (18+)
  • Availability: Daily
  • Hours: Sun - Thur from 10:30 am - 19:30 (7:30 pm)
  • Hours: Fri - Sat from 10:30 am - 21:00 pm (9 pm)
  • Purchase tickets or learn more.

TIP: Get tickets free with Go City Amsterdam Pass and the Explorer Pass.

All tickets are timed to make sure that the attraction doesn’t get too crowded. Tickets rarely sell out, and you should be able to visit whenever you want.

Various tourist passes and combo packages include the Heineken Experience experience for free.

VIP Heineken Tour

This service provides a unique behind-the-scenes experience lead by a Heineken Connoisseur guide which lasts for approximately 2 ½ hours.

In addition to the tour, you’ll also receive exclusive access to a hidden bar within the brewery, 5 premium beers paired with Dutch cheeses, and a personalized Heineken bottle to take home.

Aside from all the additional features included with the VIP tour, you’ll also have access to all the activities and attractions available on their self-guided tour.

Visitors under 18 are not allowed on the VIP Heineken tour. 

  • €55 per person | Save over €14 with I Amsterdam Card
  • Mon-Wed Hours: 10 am, 12 pm, 2 pm & 4 pm
  • Thur, Fri, Sun Hours: 10 am, 11 am, 12 pm, 1 pm, 2 pm, 3 pm, 4 pm
  • VIP tours are not available on Saturdays.
  • Purchase tickets or learn more.

As with their self-guided tour, tickets are timed to ensure that the brewery does not become too crowded.

VIP Heineken tours are not provided on Saturday because that is their busiest day of the week.

TIP: The only way to save money on this tour is with the I Amsterdam Card, which includes a 25% discount off each Heineken tour. For more details about this deal, please read our discounts section.


This section will cover some of the best ways to save money on tickets to the Heineken Experience. 

Tourist Attraction Discount Passes

If you’re planning to visit more than one attraction while in Amsterdam, you might want to consider getting a tourist pass to save a few euros off general admission prices.

One of the easiest pass options is a preset package pass which includes a variety of popular attractions and things to do for one flat price, as well as a 20% discount on everything else you may want to do.

There are also build-your-own-pass services that allow you to pick a specific number of activities for one flat price.

Visitors who want to see it all in a short amount of time could get the best value out of an all-inclusive pass.

This pass includes admission to dozens of popular attractions and activities over the course of a specific amount of time (1, 2, 3, 5 days).

The Heineken Experience is currently included either at a discount or for free with the purchase of the following Amsterdam tourist passes:

No matter which pass you choose, you should be able to save at least 20% - 50% off general admission prices for the Heineken Experience and other activities, including some of the following:

  • Hop-on-Hop-off Bus Tour
  • Nemo Science Museum
  • Hop-on-Hop-off Cruise
  • Amsterdam Dungeon
  • Van Gogh Museum
  • Stedelijk Museum
  • A'DAM Lookout
  • Rijksmuseum
  • House of Bols
  • And more!

TIP: The I Amsterdam Card is the only tourist pass that can be used for the VIP Heineken tour, saving you 25% off admission (over €14!) prices. This pass must be presented at the ticket desk to receive a discount.

For more information about these services, please read our post covering Amsterdam tourist attraction discount passes.

Combo Packages

There are several different combo deals which include the Heineken Experience.

Some of these discount opportunities are actually offered through the Heineken website, making it easy to save a few euros.

Rock the City – 3 popular activities/attractions combined for one low price.

  • The Heineken Experience
  • Canal Cruise w/ Heineken Guide
  • Admission to the A’DAM Lookout
    • €42.50 per person

The Perfect Match – Combines a Heineken tour w/ a tour of the Johan Cruyff Arena, home of the AFC Ajax!

  • The Heineken Experience
  • Special tour of the Heineken brewery
  • Bus trip to the Johan Cruyff Arena & Tour
  • Visit the Heineken Sky Lounge
    • €33 per person

Live Your Music – If you're a music lover, this option includes access to both the Heineken Experience and Our House, the world's first Electronic Dance Music Museum.

  • The Heineken Experience
  • Admission to Our House Museum
  • €39 per person

Purchase each of the combo packages above or learn more.

In addition to these combo deals, there are a few different boat tour companies that offer ticket packages that include both their service and admission to the Heineken Experience.

If you’re looking for a different kind of experience, Stromma NL also offers admission to the Heineken Experience with their pizza cruise. 

Tiqets also offers several combo packages which include admission to the Heineken Experience, including the following options:

Alternatively, this trip includes a great New York-style pizza, Ben & Jerry’s ice cream, unlimited beer, wine and soft drinks.

  • €58.50 per person
  • Availability: Daily
  • Duration: 3 hours total
  • Not currently available as of October 2022.

Finally, if you’re not interested in a boat tour or cruise, City Sightseeing offers a combo ticket with their hop-on-hop-off bus tour and the Heineken Experience.

  • €43 per person
  • Availability: Daily
  • Bus Service Duration: 24 hours
  • Not currently available as of October 2022.

Discount Sites

If all else fails, you might want to check a discount site such as Groupon to see if they are offering any deals on tickets to the Heineken Experience.

These services typically offer additional coupon codes for 10% - 20% off, allowing you to save more money on local activities.


There are a lot of fun activities to enjoy at the Heineken brewery, but they’re actually pretty quiet about everything you can see and do while you’re here. 

In this section, we’ll do our best to provide a few details about some of the attractions you can enjoy at the Heineken Experience.

Heineken Museum

This museum covers the history of Heineken, as well as photographs and artifacts from throughout the century that this company has been producing great beer!

Heineken 4D Ride

In addition to the museum, you can also enjoy their 4D ride which provides a multimedia experience describing the entire bottling process.

This is a fun activity that is included with admission.

Interactive Games

If you’ve ever wanted to test your own pouring skills, the Heineken Experience has an interactive game that allows you to compete and see who can pour a beer better or faster.

In addition to other games, there are also photo booths that will send pictures from the brewery to your email!

Design Your Own Bottle

Bring home a unique souvenir from the brewery with this machine which allows you to personally design beer bottles and engrave them with your name.

This will cost extra, but it’s definitely one of the more interesting activities to enjoy at the Heineken Experience.

The Best ‘Dam Bar

At the end of your tour, you’ll have the opportunity to visit a bar at the brewery and try two glasses of fresh Heineken beer right from the source.

If you get the VIP tour, you’ll receive five free beers instead, as well as dutch cheese to pair it with.


About The Author

Stephen Pickhardt

Stephen is the CEO of Free Tours by Foot and has overseen the transformation of a local walking tour company into a global tour community and traveler’s advice platform. He has personally led thousands of group tours in the US and Europe, and is an expert in trip planning and sightseeing, with a focus on budget travelers. Stephen has been published and featured in dozens of publications including The Wall Street Journal, BBC, Yahoo,, and more.
Updated: February 22nd, 2023
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